Channel genres preferred by retail outlets during Jan-May'07

The channel genres preferred by retailers are mainly the GEC channels (maximum contribution by regional GECs), as nearly half of the advertising volumes come from GECs. Apart from GEC and news channels, high advertising by independent retailers on music channels was also witnessed.

Top 5 retail outlets advertised on TV during Jan-May’07

So far as the most prolific advertisers are concerned, it was observed that the top five retailers accounted for 33 per cent of ad volumes – and all five are from value/lifestyle and clothing segments. Two of them are South-based.

New retail outlets launched on TV during Jan-May’07

Overall, 255 new retail outlets were launched on TV during Jan-May'07, out of which 43% of outlets were contributed by independent retailers. The top 3 slots were secured by Home Town (a home solutions store from Future Group), followed by Great Eastern Technocity (an electronics departmental store from Great Eastern Appliances) and The Mobile Store (mobile retail outlet from Essar Telecom Retail).

Advertising frequency of retail outlets on TV during Jan-May’07

A nearly eight per cent rise was seen in the frequency of advertising by independent retailers and display retail shops. The frequency of ads by independent retailers is four times more than the display retail shops